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Will the proportion of returning home investors rise? Will you return home?

Time: 2018-02-08         Source: Beijing Youth Daily         Author: Beijing Youth Daily

Coming soon into the Spring Festival holiday, many foreign real estate are open minded, to meet home buyers returning home. For most of the foreigners, working in the north, up, broad and deep, but also hope to return home, can not escape the two folding living space - on weekdays in the first-line cities, year-end return to hometown reunion . Therefore, before and after the Spring Festival every year, the “hometown for returning home” in 234 cities has become a fixed node in real estate marketing. After the overwhelming “welcome home” routine, the “homecoming” in the traditional sense really caters to the real estate market. Is the current home buyer?

In fact, many first-tier cities’ homebuyers do not really return to their homes. On the contrary, people who are familiar with urban life have been unable to tolerate the remoteness of hometowns and the lack of support. Even if it is not possible to purchase a home in a first-tier city such as North, Shanghai, Guangzhou, or Shenzhen, it will be a major form of returning home to the city when it is returned to the capital city or a hot city along the high-speed railway. The returnees who were born in the county or even in the countryside, due to the restriction of household registration in first-tier cities, were not hometowns who actually returned and obtained household registration, but were mostly hot cities in the province to complete the upgrading of family life.

Return home buyers offer more developers to play family cards

From Beijing, he took a leave early and returned to Zhengzhou's hometown Xiao Wang. Once he got out of the high-speed rail station, what was on the way was a big return hometown advertisement. “Going home together for the New Year”, “Returning to hometown plans to warm up,” “One year of hard work, rewarding yourself with a suite...”

Talking about this early leave home, Xiaowang told the Beijing Youth Daily reporter that his main purpose was to return home to see the house and he was prepared to buy a three-bedroom apartment to stay with his parents during the spring. What surprised him was that he thought that this was only his own personal behavior. He did not expect that so many real estate companies and projects had used advertisements to return home to attract buyers like him.

In fact, with the rise in housing prices in first-tier cities, house prices of tens of thousands of yuan per square meter are often discouraged by the “floating races” who are fighting abroad. In the face of pressure, many people gradually began to shift their home purchase goals to their hometowns.

Into February, many real estate properties in Zhengzhou have launched various kinds of preferential activities for returning home buyers: Vanke launched 10 cities in conjunction with the return home buyers action, but also for home buyers returning home to see the special car; Evergrande is returning home Home buyers prepared rich gift packs, purchased hardcover and up to 60,000 yuan worth of furniture and famous household appliances. Sunac was also prepared to return home to reunite and return home, and prepared a “return home ownership gift” to set off a new wave of home buyers. .

Zheng Liu, a real estate consultant in the east of Zhengzhou, said that developers will launch preferential policies for home buyers returning home before and after the Spring Festival. Now the Spring Festival has gradually become an important node for selling homes. During this period, many of the buyers who came to visit the house were working in Beijing. They chose the room by the approaching Spring Festival.

In addition to Zhengzhou, including Jinan, Xi’an, Shijiazhuang and other places have hit a discount advertisement for returning home.

A headquarters in Wangjing, but the developers responsible for the sale of the project mainly in Shijiazhuang, Tianjin, told the Beijing Youth Daily reporter, "Although the Spring Festival holiday, it should be reasonable vacation, but Shijiazhuang and Tianjin in the sale of the project sales offices are normal The opening is mainly to cater to the trend of returning home to home ownership during the Spring Festival. Apart from presenting Spring Festival couplets and small gifts for the homeowners, the sales office also offers discounts for returning home buyers, with different points discounts depending on the loan and the full amount. .

In addition, due to its relatively high-end villas, the purchase threshold is relatively high for locals, but it is more acceptable to those returning from Beijing. Therefore, the developers’ internal evaluation expects that there will be 40% during the Spring Festival. The buyers are the people returning from Beijing.

There is no lack of new immigrants

Although developers have made great advertisements to return home to buy their own homes, if they only think that buyers are simply making money in first-tier cities and buying homes during the Spring Festival, they will simply return home to buy their own homes.

“Actually, through our observations, home buyers returning to China are not just locals. Many are even people in neighboring cities and counties. They work in first-tier cities but are not willing to return to the towns they were born in. Both will choose second-tier cities such as the provincial capital.” The above-mentioned developer officials said that their recent work focus is to lead Beijing’s spillover buyers to come to Shijiazhuang to buy their homes.

Although they are collectively referred to as “returning home”, in fact, a large number of “back-to-the-countryrs” are not locals. Many of these "back-to-the-country" travelers who have come back from Beijing are new immigrants in townships and even rural areas. These homebuyers have established a firm foothold in the first-tier cities through their own efforts. Even with the idea of ​​returning home and buying their own homes, they do not want to return to the county seat. They are more likely to take root in provincial capitals or strong cities. For example, people from small cities and towns in Hebei are more willing to choose large- and medium-sized cities along the high-speed rail line such as Shijiazhuang and Baoding. People returning from Beijing to Henan and Shaanxi have more choices in buying homes in cities like Zhengzhou and Xi’an. For the local people, this part of the population is both returning home and new immigrants.

Last year, Tsinghua University’s China Economic Data Center published the “Urbanization Survey Data for Urbanization”, showing that 21.6% of rural households with migrant populations have bought houses in cities and towns, and more than 80% of new-generation peasant children are selected at the county level and above. The city settled. When more than half of the children of the new generation of peasants are 80, they often do not return to their original place of residence but migrate to higher-level cities.

Born in rural areas or county towns, she has a stable job in Beijing, but after returning home on Spring Festival, she is unwilling to return home. In addition to living conditions and backward educational resources, the old cities are often not on the high-speed rail line and the traffic is blocked. Therefore, the returning home buyers are more willing to choose relatively high-level cities to settle in, and it is also more convenient for high-speed trains to return to Beijing. This is also an urbanization. It is also the target of our major marketing activities for returning home. The person in charge of the above housing prices said.

Although most capital cities or hot-spot cities have limited purchase policies, many cities open up gaps for talent introduction. Many people working in Beijing are unable to obtain a household registration in Beijing. They are also reluctant to register their family members after they are children. Therefore, obtaining an account for the provincial capital or a hot-spot city in the province through talent introduction has also become a choice.

Although Miss Zhang, who graduated from the graduate school in 2017, has found a job and stayed in Beijing, the school is only willing to retain her household registration for more than half a year. She will then return to the county seat of Shangluo, Shaanxi Province. Seeing that the half-year period will come, when Miss Zhang starts worrying, she suddenly heard that Xi’an opened its household registration policy at the end of January this year. College graduates and above could settle with their educational backgrounds, or even just need an ID card and diploma to become Xi’an. people. So on January 25, Ms. Zhang took leave for two days and took a high-speed train back to Xi'an. Due to his post-graduate qualifications, the window took only 5 minutes to apply for her account in Xi'an, and she obtained Xi'an's home purchase qualifications.

"Beijing has no hope of setting up, but settled in Xi'an is also a good choice, and it is not necessary to return to the county home." Miss Zhang told the Beijing Youth Daily reporter that she and her parents discussed the matter and prepared the Spring Festival in Xi'an to buy a suite, after which the parents moved to In Xi’an, she went home to see her parents and only needed a high-speed train to get to Xi’an, and she didn’t have to go to the county.

According to the Beijing Youth Daily reporter, in the first half of 2017, when Xi'an did not limit purchases, foreigners would need to purchase more than 90 square meters of homes to settle down. However, after the introduction of new talents, college education or above will be able to settle in and qualify for a home purchase. It has attracted many returning home buyers.

Not only in Xi’an, but also in Zhengzhou, Lanzhou, Chengdu, Chongqing, Nanjing, Changsha, and other hotspot cities, in order to attract talents and relax the household registration system, they also created homecoming for a large number of new immigrants working in North, Shanghai, Guangzhou, and Shenzhen. The possibility of home ownership.

From the behavior of these buyers, it can be seen that on the surface, the returnees are returning from the big cities to the second and third-tier cities, but from the perspective of the migration of household registration, they are actually moving from small towns and rural areas to cities. Returning home is not an “anti-urbanization” behavior that we think, but a new form of “urbanization”. These home buyers in rural areas and county towns have already obtained new lives in first-tier cities. In order to enjoy the needs of city life, their purpose of returning to their hometowns is no longer to return to their place of birth. Instead, they return to convenient transportation facilities. The provincial capitals and hot cities have completed the upgrade of family life.

The proportion of returning investors has increased

In the wave of home purchases, the proportion of investment customers has started to rise because of restrictions on purchase policies and credit in Beijing.

For example, a project manager in Changsha told the Beijing Youth Daily reporter that a large number of returning customers are working in Shenzhen and Guangzhou. They are not Changsha natives themselves, and most of their hometowns are in local county seats. With Shenzhen and Guangzhou as their income levels, it is very easy to buy a house in Changsha. Even some projects usually go back to their hometowns at a rate of 30%.

Mr. Huang is an investor returning home. Although he had a house in Beijing, he could not afford to buy real estate, and the instability in Beijing also made him have a hard time. Therefore, turning to his hometown Zhengzhou became his most important investment last year. "In early 2017, I used my parents' qualifications to buy a residential building in Zhengzhou. The unit price was more than 10,000 yuan, and the down payment was 40%. It took up about 500,000 yuan in cash and it has now risen to 20,000 yuan faster. And the fastest high-speed rail line is from Beijing. Only two and a half hours, I think we will appreciate in the future.” Mr. Huang expressed his choice for homecoming.

Actually, many people have the idea of ​​Mr. Huang. Mr. Jiang, who is a plate trader in Beijing, is a Changshan. He bought two sets of three-bedroom outdoor plus a facade in Changsha in 2016, but he is still living and working in Beijing. . For Changsha's home ownership, he believes that investment is mainly because Beijing's investment threshold is too high, and Changsha is both an old home and can go back to live, but also a retreat for their own future. Because of the remediation of pollution in Beijing, the plate business is becoming more and more difficult to do. If it cannot continue afterwards, it can still return home to do business.

People in the industry believe that there are no shortages of investment demand in home purchases. Due to the high income of the cities of North, Shanghai, Guangzhou, and Shenzhen, it is not a difficult task to return home.

According to the “Returning Home Ownership Report (2017-2018)” published by Anju Keke, in Beijing, the number of registered foreign residents in the field is mostly northern regions such as Hebei, Henan, Shaanxi, and Shanxi, and the average salary in Beijing is used to buy a set of 90 The square meter house needs 21.4 years in Tianjin, 12.6 years in Shijiazhuang, 13.3 years in Xi'an, 16.2 years in Zhengzhou, and only 5.7 years in Texas. Lower investment thresholds have led to an increase in the proportion of investment in addition to the return of hometown complexes to home ownership.

Multiple factors driving the return of home buyers

With regard to the upsurge of returning home, Zhang Bo, chief analyst of Anju, said that the crowds' mobility and the reasons for choosing a home city involve subjective and objective aspects. Judging from the objective factors, first of all, the development of cities across the country has become more balanced, and in the situation where the population capacity and employment opportunities in the first-tier cities have become saturated, other hot-spot cities have shed enormous potential for development and have led the wave of home buying. The data released by the National Bureau of Statistics shows that many hot-spot cities such as Nanjing and Chongqing experienced rapid economic growth in 2017, with a general GDP growth rate of around 8%, and Chongqing exceeding 10%, exceeding the national average.

Secondly, technological advancement and improvement of facilities have accelerated the development of domestic transportation networks. In particular, the construction of the “eight vertical and eight horizontal” main thoroughfare will be gradually promoted in the future, so that high-speed rail will cover more than 80% of the country's major cities. The convenient and quick way to travel has brought the distance between the “drifting family” and the family closer together, making it easier to return home.

Third, compared with the higher settlement conditions and restrictions on purchase conditions in big cities, newly-emerged hot cities have actively introduced many benefits such as talent policies and home-buying subsidies to attract outstanding talents to return home. For example, high-caliber talents in Chongqing can enjoy housing preferential protection, with up to 2 million subsidies; Chengdu optimizes talent settlement system, implements talented people, establishes talented green card; Wuhan specifies that non-Wuhan households can buy their own tickets in Wuhan with the “room ticket” Sets of housing; the first set of high-level talents in Nanjing to purchase homes is not subject to hukou restrictions, and under 40s directly settle in to buy houses.

In addition to the above-mentioned objective factors, many subjective factors are also important factors for people to choose to return to their homes, such as taking care of the actual needs of their hometown parents, building emotional needs in their hometowns, and returning to their inner life. Zhang Bo believes that it is under the combined effect of subjective and objective factors that more and more people join the army of returning home to buy their own homes. Text/Reporter Li Wei

(Beijing Youth Daily)

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